Duce Raymond of Sweet Baby Ray’s BBQ on Using Social Media Like a Boss
Takeaways from this episode:
The Meta Effect — All success stories include a little bit of coincidence. For Duce Raymond, lots of social media attention came after a Sweet BaPick One Thing — Duce Raymond, like most of us, tried to attack digital marketing from multiple angles and many platforms. However, a change in content strategy to focus on a single aspect of business has garnered amazing results for the Sweet BaDo The Right Things For The Right Reason — Sweet Ba***
Sweet BaDuce Raymond learned that lesson when he was faced with the opportunity to expand the reach of his Sweet BaThe Raymond family helped build a company that is synonymous with outdoor cooking everywhere. The Sweet BaWith an influx of technology and ways to communicate using social media for marketing, Duce Raymond (son of Sweet BaInitially he tried everything, to no avail. But with the guidance of Gary Vaynerchuk, better known as marketing guru Gary Vee, and his VaynerX company The Sasha Group, Duce set out to employ a new strategy using mainly short videos on TikTok.
“We dabbled in social media,” Duce Raymond says of their involvement prior to teaming with The Sasha Group on the Restaurant Influencers podcast hosted Then there was a turning point. Duce Raymond and crew planned their entry into the vast world of TikTok using a short-form video show, “BBQ Like a Boss”. Episode 1 of the show amassed an amazing 11,000 views as Duce gave viewers advice on the differences between BaIn an effort to publish more valuable content, Duce decided to recreate his dad and uncle’s legendary Sweet Ba”I just entered all the ingredients. No amounts. No cooking times. Nothing. Just super simple.” remembers Duce Raymond of the now-deleted video. “It blew up crazy! Within four days it had 5 million views. The comments were unbelievable. Everything was going crazy.”
Little did Raymond know, things were about to get even crazier.
A few days after the aforementioned BBQ sauce video was posted, Mark Zuckerberg, founder of Facebook and a well-known barbecue fan, made the announcement that Facebook would be changing over to Meta. During the video announcement, there sat a bottle of Sweet BaWith Sweet BaOnce again, Duce Raymond got an up-close-and-personal experience with the power of social media. That encounter was enough to fan the flames of excitement for the SBR team to invest more money, resources, and time into creating valuable pillar content and continue to grow the brand presence in the social media space.
The tenacity and perseverance of the Raymond family lives within Duce, and he continues to carry the torch of his family’s legacy with grace. He lives the advice given to him ***
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